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Learning Objectives: Chapter 20

Marketing Management, Evaluation, and

Control

1. Define marketing management and listits five components.

2. Explain the benefits of marketingmanagement.

3. Describe the five different methods of organizing a marketing department.

4. Explain the steps and proceduresinvolved in staffing and managingmarketing personnel.





Control

5. List the unsophisticated and

sophisticated approaches to setting

marketing budgets and identify themost effective method.

6. Describe the building-block

procedure for setting a marketing

budget and explain its benefits.





Control

7. Define marketing control and

marketing evaluation.

8. Describe the process used to controlthe marketing plan.

9. List and explain the techniques

available for marketing evaluation.



Marketing Management

Marketing management includes all the

activities necessary to plan, research,implement, control, and evaluate the

marketing efforts of a hospitality and

travel organization.



Five Components of Marketing

Management

a. Planning

b. Research

c. Implementation

d. Control

e. Evaluation



Benefits of Marketing

Management

a. Marketing efforts are accomplished in awell-planned, systematic way

b. An adequate amount of marketing research

and other marketing information isgenerated

c. Marketing weaknesses are quickly spottedand corrected

d. Funds and human resources available for marketing are used as efficiently andeffectively as possible




Management

e. Marketing efforts are always under careful

scrutiny; it is always felt that there is room for

improvement

f. The organization is in a better position to adaptto change among customers and competition,

and in the industry

g. Marketing is better integrated into all the

organization's activities and within its various

departments




Management

h. Marketing personnel and other staff members are more highly motivatedtoward achieving marketing objectives

i. There is a much clearer understanding of marketing results, good and bad, and thereasons for successes and failures

j. There is definite accountability for

marketing



Different Methods of Organizing a

Marketing Department

a. Marketing and promotional mix

elements

b. Facilities or servicesc. Geography

d. Customer groupings

e. A combination of two of the abovefour criteria



Steps and Procedures in Staffing

and Managing Marketing Personnel

a. Recruiting and hiring

b. Orientation and training

c. Motivation, coordination, and

communication



Unsophisticated Budgeting

Approaches

a. Arbitrary and affordable approach

b. Percentage-of-sales or rule-of-thumbapproaches

c. Competitive-parity approach



Sophisticated Budgeting

Approaches

a. The "building block" procedure

b. Objective-and-task approachc. Zero-based budgeting approaches

d. Other approaches



“Building-Block” Procedure

1. Allocate a tentative, overall budget to marketing

or the marketing department.

2. Determine the marketing objectives.

3. Set objectives for each promotional mix elementthat are based on the marketing objectives.



“Building-Block” Procedure

6. Develop the marketing plan, specifying all theactivities and tasks required for advertising,sales promotion, personal selling, and public

relations and publicity.7. Determine the final allocations for advertising,sales promotion, personal selling, and publicrelations and publicity, and administrative andother elements, based on the activities included

in the marketing plan.



Definition of Marketing Evaluation

Techniques used after the marketing

plan period to analyze success inachieving individual marketing

objectives and to more broadly assess

the entire organization’s marketing

efforts



Control Process for the

Marketing Plan

a. Setting standards based on plans

b. Measuring performance againststandards

c. Correcting deviations from standards

and plans



Marketing Evaluation Techniques

a. Sales analysis

b. Market-share analysis

c. Marketing cost and profitabilityanalysis

d. Efficiency ratios

e. Marketing-effectiveness rating reviewf. Marketing audit

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